From Filling Rooms to Fulfilling Purpose

A New Approach to Library Capacity.

Seth Godin’s take on excess versus simply capacity is a game-changer, and libraries are the perfect place to apply this refreshing perspective. Instead of treating unused space or time as a problem to be fixed, what if we flipped the script and saw it as an opportunity for quality improvement?

The Shift from Quantity to Quality

Library marketing can be driven by the pressure to "fill the seats" or hyper focus on the numbers. What if we changed the method of measuring success? What if we valued the quality of experiences over the quantity of participants? The traditional library metrics often maximize usage such as: fill every room, schedule more programming, and accumulating vast digital collections.

But in reality: Not every library event needs to be a packed house to be successful. What if we started celebrating the depth of the experience instead of just the headcount? Imagine this: Rather than pushing for a giant event, you focus on a small bookclub where every voice gets heard. Or, instead of throwing every workshop under the sun at your community, you host one that makes a lasting impact—and is remembered for months. Sounds better, right?

Reimagining Physical Spaces

A quiet reading room isn’t underused—it’s the perfect environment for deep thought, reflection, or a quiet nap (we won’t judge). Empty chairs aren’t a sign of failure—they’re brimming with potential! Let’s rethink what that space can mean:

• A student finding their "Eureka!" moment in a cozy corner.
• A writer getting lost in their creative flow (and maybe a snack).
• A researcher finally piecing together the perfect project.
• A community member finding peace in a busy world.

Instead of filling every nook with activity, maybe we should celebrate those moments of stillness and quiet productivity. Sometimes, the best ideas come from the space in between.

Transforming Programming

Forget the idea that every time slot needs to be filled. Curate the experiences that truly make a difference, where every interaction feels intentional:

• Host book discussions where every voice can be heard, where everyone can share their thoughts
• Off specialized workshops that develop deep expertise on topics that matter to smaller groups
• Arrange mentoring sessions that change lives one conversation at a time
• Community conversations that build meaningful connections

Smaller gatherings can lead to bigger transformations.

Digital Resources: Less is More

Sure, your digital collection might seem vast, but does that mean it has to be endless? Librarians are thoughtful stewards of funds and take great care when curating their digital collections. Let's continue that intentionality by focusing on offering online resources that uniquely serve your community’s needs. Quality over quantity is key.

• Librarians are already masters of curating digital collections that speak directly to their community’s needs. It's not about throwing everything online—it's about being intentional and thoughtful with every resource.
• Organize digital materials so patrons don’t have to waste time on a digital scavenger hunt—because, let’s be honest, nobody has time for that.
• Create user-friendly guides that don’t just throw more options at people but help them zero in on exactly what they need. It's all about making the search easy, not overwhelming.

And when it comes to digital literacy? Librarians ensure that patrons aren’t just handed more tools—they’re empowered to use the ones that matter most to them. Librarians are the backbone of this work, making sure every digital interaction adds real value to the community.

Marketing with Meaning

This whole "more is better" mentality isn’t just exhausting—it’s ineffective. A shift in perspective provides a different approach to marketing. Instead of focusing on filling the room or boasting about your vast collection, let's market based on impact and transformation.

• Instead of shouting, "Thousands of books!", say, "Find your next great read and discover a new world."
• Instead of boasting about “room for 100!”, say, "Where ideas come to life, one conversation at a time."

The goal isn’t to sell space—it’s to offer a place where people experience real change.

New Stories to Tell

What if your marketing didn’t just focus on the library’s space or resources, but on the stories of the people who’ve found transformation within your walls (or virtual spaces)? It's time to move beyond metrics and start telling the stories that matter:

• The student who found their passion for coding in your quiet study room.
• The entrepreneur who developed their business plan using your library’s resources (and your Wi-Fi).
• The book club that’s been meeting for a decade, sharing ideas and lifelong friendships.
• The child who discovered the magic of reading, one page at a time.

Metrics That Matter

Let’s stop obsessing over attendance numbers and start tracking:

• Depth of engagement (because it’s not just about who shows up, it’s about who stays engaged).
• Long-term outcomes (what do your patrons accomplish a month, or even a year, because of the library?).
• Quality of interactions (because a 5-minute chat with a librarian could change a life, right?).

Moving Forward

When we stop seeing capacity as a problem to be solved and start viewing it as a canvas for possibility, libraries become more than just spaces—they become catalysts for growth, learning, and connection. The real shift isn’t about cramming as much into your library calendar as possible. It’s about making sure every interaction—whether with your space, your resources, or your staff—adds value. This might mean:

• Creating intentional "slow periods" for self-directed discovery.
• Giving staff the time and space to engage deeply with patrons rather than rushing through the next event.
• Designing programs based on impact and community needs, not calendar gaps.
• Marketing your library as a hub for personal and community transformation

Questions to Consider

What if your marketing was based on impact, not attendance?

What transformation stories are waiting to be shared in your community?

How might slowing down actually help you serve your community better?

What would “better, not more” look like in your specific context?